I hated Dabo at first. I still don't like him. However, he's authentic. Hawkins wasn't. Prince wasn't. Recruits and players can relate to authentic. Fleck is authentic.
If you do think it's a gimmick, you also have to look at what the end goal appears to be. All of Fleck's "gimmicks" are geared towards getting buy in for a process of "know you're role, work hard to master your role, and if we all do that we'll win". I think it's similar to Dabo, without the God stuff. Others that his gimmick gets compared too just seem more "look at us". Dabo's and Fleck's are built into the program.